CHAPTER IV RESULTS
4.4 Phase 3. Confirming The Brand Building Process for Small-Scale Sports Events
4.4.3 The result of expert evaluation
The branding of small-scale sports events consists of four steps, which are: Step 1, establishing the salience of the event in the minds of consumers; Step 2, building the image of the event; Step 3, receiving feedback from consumers; and Step 4, acquiring resonance between the event and consumers. The coefficient of variation (CV) range 0.00-0.14 (CV=S/M), <0.25 as conventionally suggested, and Kendall's W value 0.333, p<0.001, are statistically significant and indicate reliable results.
Step 1 was achieved by clarifying the event positioning and enhancing the event awareness. Calculated from the evaluation results, the entries received consistent agreement from the experts with a mean range of 4.6-5, >3.5 conventional reference values, and a CV range of 0-0.11, indicating that the experts have a reasonably strong approval of achieving event salience through event positioning and event awareness. The results of Step 1 are shown in Table 24.
109
Table 24 Result of Expert Evaluation of Brand Building Process for Small-Scale Sports Events (Step 1).
Step 1 Factor Details Mean S. D CV
Clarify event positioning
Positioning Locating audience orientation of
the event. 4.8 0.42 0.09
Identifying the participant
characteristics. 4.8 0.42 0.09
Make clear the mission of the event, and value proposition of the event.
4.6 0.52 0.11 Integrate local characteristics of
culture to the competition. 5 0 0
Enhance event awareness
recall Name the event that significantly
reflects the event positioning. 5 0 0 Develop and design event logo and
symbol that recognizable. 4.9 0.32 0.06 recognition Through integrated marketing
communications, create awareness of participants and enhance
awareness of the event.
4.8 0.42 0.09 Enhancing visual communication
for event recognition. 4.9 0.32 0.06
Step 2, building the event image, is achieved through competition, services, facilities, safety, and organizational image. The mean range is 4.5-5, greater than the conventional reference value of 3.5, and the CV range is 0-0.12, indicating that experts highly agreed on the measures to improve the event image. Among the items
“Providing well for facilities throughout the event,” some experts considered the following for small-scale events with low demand for venues. Although the facilities are not perfect, they can still attract a certain number of participants. In the first stage of the interview, some respondents also suggested that after the material living standard gradually improved, the participants often raised higher requirements for the venue facilities. Senior athletes also indicated that venue facilities affect the event's image in their minds. This study showed the detailed of step 2 in Table 25.
110
Table 25 Step 2.
Step 2 Factor Details Mean S. D CV
Build event image
Competition
Invite participation of high-level athletes. 5 0 0 Invite qualified referees to ensure the
fairness and publicity of the event. 5 0 0 Categorizing competition groups to
compete fairly. 5 0 0
There are various and interesting
competing events. 5 0 0
Service
Service staff display decent behaviors
and good attitude. 5 0 0
Offering good competition environment and experience for watching and participating.
4.9 0.32 0.06 Provide reasonable and orderly volunteer
services through volunteer training. 4.9 0.32 0.06
Facility
Well-providing facilities throughout the
event. 4.9 0.32 0.06
Tourism culture is also presenting
through the event facilities. 4.9 0.32 0.06 Provide convenient transportation
facilities. 4.5 0.53 0.12
Consider the needs of participants and
provide suitable accommodation. 5 0 0
Build event image
Safety
Medical insurance at the competition site. 4.9 0.32 0.06 The emergency passage is clearly marked
and the passage is unobstructed. 5 0 0 Prepare a complete emergency response
plan. 5 0 0
Organization
Arrange the event schedule reasonably
according to the principle of feasibility. 5 0 0 Have the service consciousness of
maintaining the image of the event. 5 0 0 Implement a reasonable way of event
management. 4.9 0.32 0.06
111
Step 3 (see table 26) is to receive consumers' feedback, achieved from both emotional and judgmental aspects. The mean range is 4.6-5, greater than the conventional reference value of 3.5, with a CV of 0 to 0.11. Thus, this indicated that experts considered it feasible to measure consumer feedback from both emotional and rational perspectives. In the item “Participants’ recognition of the innovation of the competition,” some experts suggested organizing sports events, and innovation in sports competition programs are very difficult. However, some experts expressed that it is possible to have a wide range of competition programs, or focus on one type, and differentiate the events from other events.
Table 26 Step 3.
Step 3 Factor Details Mean S. D CV
Accept consumer
feedback
Feeling
Participants’ perception of the event
atmosphere. 4.9 0.32 0.06
Participants' trust in the event brand. 4.8 0.42 0.09 Participants' recognition of the value
proposition conveyed by the event. 4.6 0.52 0.11 Participants' emotional identification with
the event experience. 5 0 0
Accept consumer
feedback
Judgement
Participants' recognition of the event
value. 4.7 0.48 0.1
Participants' recognition of the innovation
of the competition. 4.8 0.42 0.09
Participants' satisfaction with the
experience of the event. 4.6 0.52 0.11
Participants' recognition of event
competitiveness. 5 0 0
Step 4 (see table 27) is to ensure resonance with the event by converting consumers’ responses to the event. The mean of the items ranged from 4.3 to 5, and the CV ranged from 0 to 0.14, showing the experts’ acceptance of the event’s branding consequences. The experts suggested that the item, “Participant will purchase additional products or services for this event” faces the dilemma of having
112
no additional products to purchase. However, this was an opportunity for the event organizers. Experts recommend the item “Participant will pay a higher price for this event,” expressing that the development of commercial events in China is insufficient, and relevant policies are required to prevent the phenomenon of charging indiscriminately. The project score is greater than the conventional reference value of 3.5. Moreover, the athletes in the first phase of interviews expressed that they were willing to pay a higher price for an event when they identified with it. Therefore, the item suggested by the experts is retained.
Table 27 Step 4.
Step 4 Factor Details Mean S. D CV
Get Resonate
with
consumers Attitude Loyalty
Participant may have overall
satisfied with the event. 4.8 0.42 0.09 Participant will purchase
additional products or services for this event.
4.1 0.57 0.14 Participant will participate
repeatedly. 5 0 0
Behavior Loyalty
Participant will promote to people
who around them. 4.4 0.52 0.12
Participant will to pay a higher
price for this event. 4.4 0.52 0.12
Participant will Invite people to
watch or participate this event. 4.3 0.48 0.11 Get
Resonate with
consumers Attachment
Participants' will recognition of
the individuality of the event. 4.9 0.32 0.06 Participants' will recognition of
the performance of the event. 4.9 0.32 0.06 Participants' self-awareness may
resonance with event personality. 4.8 0.42 0.09
113
Table 27 Continued.
Step 4 Factor Details Mean S. D CV
Community
Participants identify with other
participants. 4.3 0.48 0.11
Participants actively interact with
other event participants. 4.3 0.48 0.11 Participants maintain relationships
with other participants. 4.8 0.42 0.09
Engagement
Participants actively recommend this event to the people around them.
4.8 0.42 0.09 Participants will follow the
dynamics of the event. 4.6 0.52 0.11 Participants will follow the
information of the event. 4.6 0.52 0.11
114
Figure 15 The Process of Small-Scale Sports Events Brand Building.
CHAPTER V
CONCLUSION, DISCUSSION, AND SUGGESTIONS
5.1 Introduction
This chapter discusses the reasons for the emergence of branding results for small-scale sports events. This study used a two-step approach for both the measurement and structural models (Anderson & Gerbing, 1988; James, Mulaik, &
Brett, 1982; David J. Ketchen Jr, 2013), and both models showed reasonable goodness-of-fit. The measurement model was based on Keller's brand construction theory, which artificially builds consumers' responses to brands on the extent of their perceptions of the brand. It achieves brand resonance by transforming brand responses and a strong relationship between consumers and the brand. This chapter is divided into three parts. The first part summarizes the findings of this study. The second part discusses the three phases in the study of brand building for small-scale sports events, the factors that affect the brand building of small-scale sports events, and the exploration and validation of the building process of small-scale sports event brands, respectively. The third part summarizes this study's applications and limitations, and suggests future research.
5.2 Conclusion
The study results analyzed the factors affecting the branding of small-scale sports events and the event-branding process.
5.2.1 Influencing factors of small-scale sports events
This study conducted interviews with event organizers, referees, and senior athletes to explore the factors influencing the brand building of small-scale sports events. The results concluded that event positioning, event awareness, event image, participant feelings, participant judgment, and event resonance are essential factors in building the brand of small-scale sports events.
Event positioning defined the unique position of the event in the target group, and organizers have clarified what kind of event they want to organize. The event salience was obtained through marketing tools that enhance consumer
116
awareness of the event. Event image is a multi-dimensional concept, and the results suggested that competition, service, facilities, safety, and organization influence the event's perception in consumers' minds. Once consumers have gained knowledge about the event, they evaluate it based on their previous experiences, including feelings and judgments. Consumers assessed their perceptions of the event, such as emotional evaluations like fun and confidence, and rational judgments like value and innovativeness. Brand outcomes of loyalty, community, attachment, and engagement were elicited when consumers expressed recognition of the events in which they participated.
5.2.2 The Process for Brand Building of Small-Scale Sports Events This study proposed a model for brand building of small sporting events and tested the model using measurement model and path model. The results showed that the measurement model χ2/df =1.516, CFI =0.883, AGFI =0.872, RMSEA = 0.03; and the NNFI was greater than 0.90. The measurement model is expressed by χ2/df =1.957, CFI =0.924, AGFI =0.909, RMSEA = 0.041, and NNFI =0.957. The path results indicated that event awareness (Estimate = 0.268, p< 0.001) had a positive impact on event image. Event positioning (Estimate = 0.232, p< 0.001) has a positive impact on event image. Event image positively influenced participant feelings (Estimate = 0.450, p< 0.001) and participant judgment (Estimate = 0.490, p<
0.001). Participant feelings (Estimate = 0.277, p< 0.001) and participant judgment (Estimate = 0.388, p< 0.001) can positively influence event resonance. At the same time, event awareness and event positioning mediated participant feelings and judgment through event image. Event image mediated the effect on event resonance through participant feelings and judgments.
The study results figured that the first step in building the brand of small- scale sports events was to form salience in the minds of consumers through event positioning and event awareness. The second step was establishing an image in the consumer's mind through competition, service, facilities, safety, and organization.
Then, the third step was to respond emotionally and rationally according to the consumer's experience and knowledge of the event. The fourth step was to resonate with the event by converting consumers' reactions.
117
5.2.3 Confirming the brand-building process for small-scale sports events In this study, ten experts, including five event organizers and five event referees, were invited to evaluate the proposed process of branding small-scale sports events using an expert evaluation form. The evaluation results showed that the first step established the event salience with a mean value of 4.6-5 for each item score and a CV of 0-0.11. The second step was building the event image with a mean value of 4.5-5 and a CV of 0-0.12. The third step was receiving consumer feedback with a mean value of 4.6-5 and a CV of 0-0.11. The fourth step gained resonance with the event with a mean value of 4.3-5 and a CV of 0- 0.14. 0.14. It indicated that experts recognize the brand-building process of small-scale sports events.
5.3 Discussion
Sports consumers will develop a strong emotional attachment to the event and build trust and loyalty to the sports brand. Parent & Séguin (2008) studied the branding of international one-off large-scale sports events and believed that large- scale events usually require a large amount of investment in a short period.
Leadership is the first key to building a one-off large-scale sports event brand (Couvelaere & Richelieu, 2005; Parent & Séguin, 2008). Milena et al. (2012) conducted further research on the branding of large-scale sporting events. They argue that the event's leadership, context, and nature are critical components in branding.
Smaller sporting events are usually more flexible, less financially burdensome, and more sustainable than larger events. This study believes that in the brand building of small-scale sports events, it is necessary to establish consumers' awareness of the events and strengthen the connection between consumers and small-scale sports events. The following chapters discuss the factors that influence small-scale sports event branding and the process of small-scale sports event branding.
5.3.1 Influencing factors of small-scale sports events Antecedents: Event Awareness and Event Positioning
The study’s findings argued that event awareness was essential in event brand building. The purpose of branding was to create certain perceptions in the minds of consumers through marketing methods. This knowledge enables consumers
118
to evoke recognition of a product or service in different situations, thus influencing their choice of product or service (Aaker, 1997; Chandon, 2003; Ekhveh & Darvishi, 2015; K. L. Keller, 1993; K. L. Keller & Moorthi, 2003). They proposed that the first step in brand building is the construction of brand salience, namely, deep brand awareness (Keller, 2001; Walley, K et al., 2013; Jain, S et al., 2019). Some scholars have also disputed this, finding weak support for brand awareness on brand equity in a study of the Chinese sportswear market. In addition, there was a validation of the Turkish beverage industry, which concluded that brand awareness has no direct and significant impact on brand equity (Atilgan, Aksoy, & Akinci, 2005; Tong & Hawley, 2009). However, for sports events, from a cognitive perspective, researchers have identified brand awareness as a suitable element for sports events (Ross, 2006;
Yanling & Bing, 2017; Yousaf et al., 2017). This is because, generally, when consumers are unaware of an event, they can visually build awareness of it through the event name and logo. Names and logos are considered effective means of creating awareness and facilitating the retrieval of small-scale sports event brands in the consumer’s mind. For example, when an athlete participates in a competition called
“China XXX,” they feel excited and valued. Researchers have viewed brand equity as influenced by brand awareness (Aaker, 1991; Keller, 2001; Agarwal & Rao, 1996; G.
Christodoulides et al., 2015; Bora, D. B, 2018). As to small-scale sports event brands, they deepen the recognition of the event brand by setting “a name that reflects the event’s positioning” and “a logo that can be recognized” by the target group. When consumers choose a sporting event, the first thing that comes to mind is the event name or logo that shows event awareness. Therefore, event awareness is relevant in building small-scale sports events’ brands.
However, this study suggested that event positioning was also a potent force in small-scale sports event brands. Organizers need to be clear about what kind of brand they want to convey. Firstly, they must clarify the positioning and group orientation of the event, consider reflecting regional characteristics, and then enhance consumer perceptions through marketing. Thus, it was also part of brand creation (Milena et al., 2012; Wang, Bo et al., 2016). For small-scale sports event brands, event brand positioning complements event brand awareness. The construction of a small-scale sports event brands should start with the event by deepening consumers’
119
perceptions of the event name, logo, and characteristics through marketing methods;
and with event awareness that affects consumers’ understanding of the event. Brand positioning makes the envisioned brand unique among the target consumers (Ling, 2008) and establishes the prominence of the small-scale sports event brand among the target population.
Establish Event Image
The interviews indicated that event image is an integral part of event branding. Event image refers to consumers' comprehensive perceptions of event brands and plays a vital role in sports brand equity (Max Blackston, 1992; James M.
Gladden & Funk, 2002; Ross, 2006; Xiaoling, 2011; Yanling & Bing, 2017). The brand image was usually perceived as necessary in brand equity, and consumers' associations with brands were created by brand image. Some researchers have a different view on this, arguing that brand personality plays a central, causal role in all configurations; and that consumers' associations with brands were built on brand personality (K. Chatzipanagiotou, Christodoulides, & Veloutsou, 2019). However, for small-scale sports events, the participants were commonly spectators of sports events as well. Therefore, consumers establish the image of an event based on past experiences. The image was a multidimensional concept, such as the event services' good qualities and the venue facilities' quality. Consumers experience a terrible impression of events due to negative safety news about the event. Researchers have found that event image was driven by multiple factors, with important drivers including event services, venue community, brand symbols, organizational attributes, social interactions, and in-event consumer discounts (Yanling & Bing, 2017). Some researchers also have different insights and believe that event image was driven by competition, service, and facility images (Feifei, 2015; Z. Yun & Rongri, 2019).
This study considered that brand symbols and event brand perceptions are prerequisites for event branding. Consumers can form an impression based on their experience when they know and understand an event. When they are satisfied with the event, social interaction is the participants' behavior and was the final brand outcome. However, this study considered that the safety and organizational image still need to be regarded. The safety efforts and the event's organization also affect the event's image in the minds of consumers. Based on the unique nature of sporting
120
events and the previous neglect of safety issues during event organization by event organizers, the organizers believed that safety and security were special considerations when organizing sporting events. Participants also suggested that the lack of safety efforts and negative news about safety during the branding process of small-scale sports events can affect participants' perceptions of the events. In addition to safety aspects, this study concluded that the organizational image of the event affects participants' overall evaluation of the event. The results of the interviews repeatedly mentioned the orderliness of the event organization process. All three groups of interviewers talked about the importance of an orderly organization, which participants also believed would affect their evaluation of the event's image. The management level of organizers can influence consumers' expectations of the image of sports (Wenli et al., 2019; Yufeng & Yue, 2007). Therefore, this study has argued that safety and organizational image should also be essential aspects of event brand image building.
Event Perceived: Participant Feelings and Judgement
The interview results concluded that participant feelings and judgments were necessary to brand small-scale sports events. Previous studies found that consumer reactions to brands include emotional and rational aspects. Feelings are a series of emotional responses consumers have to the brand, such as enthusiasm, fun, and excitement (Keller, 2001). Milton Kotler (2005) proposed that mining consumers' emotional needs and injecting emotional value into the brand are the key to building a brand. However, previous studies have also concluded that consumers' emotional responses to brands can be positive or negative (Baird, 2015; Márkus & Fallmyr, 2014; Yong et al., 2018). In a sports environment, fans' emotional bonds to the team lead to fans' support for the game already, and for purchasing products surrounding the event (Campbell Jr & Kent, 2002; Chen & Jia-shu, 2018; Couvelaere & Richelieu, 2005). Researchers have often considered perceived quality as a consumer response to a brand, and some have indicated that perceived quality affects brand loyalty and has less impact on brand equity (Gill & Dawra, 2010; Tong & Hawley, 2009). However, compared to traditional goods, in small-scale sports events, participants were more concerned with participation and satisfaction. Respondents reported that although some small-scale events they participated in did not receive material rewards such as